Samsung and All Def unveil online platform for unsigned musicians

AUSTIN, Texas — Hip-hop mogul Russell Simmons and music entrepreneur Steve Rifkind revealed ADD52, a web portal designed to help emerging artists, during an intimate event Tuesday night at Samsung's Galaxy Experience pop-up venue for South by Southwest.

ADD52, named after the duo's All Def Digital company and this project's 52-week initiative, will debut one single and video from an unsigned artist every week for an entire year with the goal of getting those musicians more exposure and a record deal.

Artists can submit music to ADD52.com for consideration. The site also lets them promote themselves. ADD52 will serve as a digital talent scout, so to speak, similar to existing human scouts at record labels by using an algorithm that surfaces new musicians based on views, watch times, engagement, social activity and more.

Additionally, the chosen artists will be featured in Samsung's newly launched ad-free radio service called Milk Music, be eligible to receive funds to produce music videos and have access to studios and industry professionals.

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“This type of artist empowerment marks huge progress for the music industry,” Rifkind said. “The artists will be featured on multiple platforms including Samsung's new Milk radio service, ADD52 TV show hosted by DJ Skee as well as music for the HoopMixtape franchise, which collectively have viewership in the millions.”

Simmons, Rifkind and Samsung partnered with entertainment company Universal Music Group and marketing agency Narrative to announce ADD52.

“Success will be driven by a variety of factors that start with user experience and ladder up to a whole new generation of superstars,” said Narrative_ CEO Tricia Clarke-Stone.